Email is a great tool for prospecting, when used correctly. It can be your foot in the door, or your foot in your mouth.
Do your prospecting emails need some fine-tuning? Or perhaps it’s time to start from scratch.
Welcome to my 4-part series on Email Prospecting. I hope you keep coming back each week for more insights!
Let’s go through a 10-step checklist to make your emails more effective.
1. Will the subject line generate interest?
If the subject line doesn’t generate interest, why in the world is a person going to read the rest of it? They’re not. That subject line must connect with them.
2. Does the first sentence create a hook?
Remember, if you read an email on a smart device, you’re only seeing a part of it. So, if that subject line or that first sentence doesn’t pull you in, they’re not going to read further. They’re going to delete it.
The first sentence must create a hook that says, “Hey, I want to take a look. I want to read the rest of the email.”
Need more guidance with example emails and templates? Check out my upcoming Email Prospecting Masterclass.
3. Is it timely or current?
We all have too many priorities going on right now. We all do. You may be sending out an email that’s really important, but if it doesn’t fit into that person’s top priorities, they’re not going to spend time on it. They’re definitely not going to spend time reading it. So, you must make it timely or current.
4. Have I followed the one-swipe rule?
The one-swipe rule is if you can’t read the prospecting email with only one swipe on your smartphone, it’s too long. I call it the one-swipe rule and it is more important than ever. Now is not the time to write a novel.
5. Is the CTA (Call to Action) clear?
You can’t put in three or four Calls to Action. It can only be one. And it’s got to be clear and concise.
Focus on what is the exact next step.
Most likely the next step is, “Hey, call me.” Or, “Let’s set up a time to talk.” Because remember, you’re sending out a prospecting email. They probably don’t know you.
Now, let’s not kid ourselves. You send out an email with a CTA. Are you going to get a high level of response? No, but you’re in sales. You better ask for the order and the order is the CTA.
Read more about effectively prospecting with email.
6. Am I using the person’s name twice?
It’s very easy in automated systems to have the person’s name appear up at the top of the email. That’s no problem. Go one step further, put it down in the body of the email. That second or third sentence. Why? Because now it demonstrates that you really customized it. This is to them personally.
Using the person’s name twice is one of the big differentiators between people viewing your email as a mess, and your email being seen as a personal message for him/her.
7. Is the email message focused on one thing?
Don’t offer up a buffet of five or six things. Concentrate on one thing. If you have five, maybe six things you want to share, that’s five or six emails. Instead, focus on one thing. Make it clear, and make it easy.
If it’s too complicated, the customer’s not going to read it.
They’re not going to pay attention, and definitely not engage with you.
8. Have I eliminated all non-confident sales speak?
What is non-confident sales speak? Well, one of the biggest ones is, “Just checking in.” Man, that’s totally garbage. Or, “Hey, I know you’re busy. You probably haven’t seen this email, so let me send it to you again.” That’s terrible.
You have to be precise. You have to know that you have the ability to make an impact with that person. And if you have that ability, you want to be direct. Don’t sit there and play around with phony sales speak.
9. Do I have a clear next step in the cadence?
After I send out a prospecting email, what comes next? Is it a phone call? Is it an email? What’s the next step that you do?
One and done with prospecting emails is just a complete waste of time. There has to be a clear next step in your cadence.
Learn more about how to include that next step in my upcoming Masterclass.
10. Do I know how I will measure results?
You may want to think measuring results is the number of people who call me back, or respond, or go download this. Yeah, that’s fine.
However, what I want to look for is: do these prospecting emails ultimately result in qualified prospects? That’s a measurement worth studying.
Sure, I have to start off with initial measurements in terms of the open rate, and things of that nature. Nevertheless, a prospecting email is about getting you to engage with the customer.
We’re off to a great start with this Prospecting with Email series, watch for parts two, three, and four here, on YouTube and social media.
This checklist is just skimming the surface of my new Masterclass offering: Email Prospecting. I dive into 10 detailed lessons, including some email examples. Follow along with the interactive videos and comprehensive workbook, and really up your email prospecting game.
This Masterclass goes live tomorrow, June 10th . Check it out for $59, I know this course will affect your daily work habits tremendously.
This Masterclass is available for just a few weeks, and then it’s gone. UNLESS you are a Level 3, ‘All Access’ member of The Sales Hunter University. All Access members can enjoy all of my previous Masterclasses as part of their membership.
Not just that, but ‘Level 3’ members can attend open office hours with me, receive live coaching, and interact in an exclusive online community group.
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Great selling!
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Copyright 2021, Mark Hunter “The Sales Hunter” Sales Motivation Blog. Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.
